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Power to the people: essay on branding and global democracy

Anker, T. (2013) Power to the people: essay on branding and global democracy. In: Varey, R. and Pirson, M. (eds.) Humanistic Marketing. Series: Humanism in business series . Palgave Macmillan. (In Press)

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Abstract

This essay discusses two overall questions. First, what core brand value, brand mantra word and brand narrative are semantically correlated with consumers’ perception of democracy? Second, does the idea of democracy provide a desirable, commercial brand position by tying into crucial human needs? The author provides a suggestive, empirically based answer to the first question, whereas the answer to the second one draws on the German philosopher, Axel Honneth’s, recent theory of social recognition. The essay concludes with a critical discussion.

Item Type:Book Section
Status:In Press
Glasgow Author(s):Anker, Dr Thomas
Authors: Anker, T.
Subjects:B Philosophy. Psychology. Religion > B Philosophy (General)
H Social Sciences > H Social Sciences (General)
College/School:College of Social Sciences > Adam Smith Business School > Management
Publisher:Palgave Macmillan

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